William Grant & Sons’ Rufus Parkinson talks Glenfiddich Formula One partnership, strategy, traveler engagement

William Grant & Sons (WG&S) is ramping up its travel retail strategy through a dynamic blend of luxury partnerships, engaging activations and regional expansion in Asia. Playing a major role is Glenfiddich, reaching new audiences via the whisky brand’s partnership with the Aston Martin Formula One Team. Also on the agenda is expanding the company’s immersive shop-in-shop spaces in key markets.

In a recent conversation with GTR Magazine at TFWA Asia Pacific, Rufus Parkinson, Regional Managing Director GTR at WG&S, outlined the company’s multifaceted approach to reimagining spirits storytelling for the modern traveler.

Glenfiddich x Aston Martin Formula One

The partnership between Glenfiddich and Aston Martin’s Formula One Team, first revealed during the Las Vegas Grand Prix in November, is more than a sponsorship; it’s a statement of shared heritage and global ambition.

“Glenfiddich obviously being a British iconic brand, Aston Martin Formula One likewise, we see a lot of heritage there to go together,” said Parkinson. “There’s a strong synergy between these two timeless brands.”

The collaboration is already materializing through a series of high-profile launches. Chief among them is a limited edition Glenfiddich bottling for travel retail, accompanied by an ultra-rare 1959 expression, crafted from a single cask sourced at the Glenfiddich distillery in Dufftown and dating back to the year Aston Martin first entered Formula One.

“Our big bang moment will be in September, just before the Singapore Grand Prix,” Parkinson revealed. “We’ll have an activation with a F1 car at Changi Airport, on the concourse in Terminal 3, and the Glenfiddich partnership will definitely be heroed then.”

The campaign extends beyond airports. Glenfiddich is rolling out immersive activations in major cities around race weekends. For example, a recent drone show featured the brand’s stag motif which lit up the night sky on The Bund in Shanghai in March, while digital campaigns and city-centre takeovers are planned for further events such the UK’s Silverstone.

“It’s a big step for Glenfiddich in terms of having a global platform such as Formula One,” he noted. “You can have promotions from suites to simulators—something you can talk to consumers about across multiple platforms.”

Rolling out WG&S shop-in-shops

WG&S is building on its shop-in-shop strategy in travel retail and rolling out new locations.

“We’ve been working hard on our visibility and how we engage at the point of sale,” Parkinson explained. “Shop-in-shops are being rolled out in key locations, and we’re tailoring the ranges to passenger profiles.”

Currently present in seven locations, soon to be eight, these spaces span Incheon, Hong Kong, Taipei, Mumbai, Hainan and soon Singapore and Delhi. They allow WG&S to react to traveler demand and range accordingly. Parkinson says the stores allow for agility, emphasizing Balvenie’s aged malt portfolio but also presenting a premium offer from Glenfiddich around seasonal holidays while trialing digital touchpoints for Monkey Shoulder, customized by location, is also possible.

These shop-in-shops also elevate personalization. Custom bottle charms, labeling variations tailored to different markets and on-site engraving offer travelers a unique and culturally relevant gift option.

“It’s about how you engage and interrupt the passenger as they’re walking through,” Parkinson explained. “We are working with retail partners on various exciting activations.”

Asia growth: China vs India

While the global travel retail landscape continues to shift, Parkinson emphasized the critical roles both China and India are playing, each in distinct ways.

“I’m a bit contrary on China,” he admitted. “A lot of people have down-talked it, but our business is very strong there at the moment – both last year and this year.”

Glenfiddich is benefiting from a growing preference for single malts over cognac in China, driven by younger consumers and a shift in taste. Meanwhile, Hainan, often criticized for underperformance, remains a strategic part of the mix.

“Hainan will play a role. It’s not probably what people thought it was, but it’s still there; it’s actually growing,” said Parkinson. “We never over-invested in Hainan, and for us it’s been OK.”

As for India, its rapid ascent is relevant and the country is very much on the agenda for WG&S, says Parkinson. With shop-in-shops debuting in Mumbai and Delhi and dynamic consumer trends in play, India is emerging as a travel retail powerhouse. “India is such an exciting market; it’s really strong for us right now,” Parkinson said. “I like to have China and India both going well.”

NPD & range planning

WG&S has continued its focus on NPDs in travel retail, designed to strengthen portfolio presence and engage travelers with a bold, differentiated offer.

At the heart of this strategy is The Balvenie. “We launched our 12-year-old Golden Cask at the end of last year and that brought us back into aged statements. So now we go 12, 15, 18, 21, 25-year-old expressions – we’ve got a whole ladder and that's going well,” says Parkison. “We've been activating that quite heavily across 30 airports the first half of this year and that's getting real momentum,” he adds. With an accessible price point around US$70, the expression has quickly gained traction with travelers seeking both value and craft credentials.

Later this year, the brand will also unveil a limited-edition 13-year-old Port Pipe whisky. Scheduled for release in October, this rare expression will be available in select Asian markets, including Taiwan, Singapore and South Korea. Only a few hundred cases will be distributed, marking a strategic push into high-end gifting aligned with key festive peaks such as the Chinese New Year.

Hendrick’s Sunspell

Meanwhile, Hendrick’s Gin is another brand pushing boundaries, especially the new Sunspell edition. First unveiled in Cannes last year and now available in 29 airports, the campaign’s vibrant visual identity featuring surreal pink sunset scenes has driven standout engagement among travelers. “Sunspell is building very well. We’ve done several platinum-level activations such as Amsterdam, Heathrow and Singapore – pretty much all the major gin locations in travel retail,” says Parkinson.

Building on this momentum, Hendrick’s has recently launched a limited-edition Watering Can gift pack this summer. Already shipped to retailers, the quirky packaging is intended to disrupt the traditional gifting category and will be supported by activations in both Singapore and London.

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